EXTERNAL COMMUNICATION

Organizations depend on communication with customers, suppliers, competitors, investors, government officials, community representatives.

Two types of external communication: formal and informal.

Marketing is a type of formal communication aimed at selling goods and services.

Another type of formal communication, public relations deals more broadly with establishing the organization's reputation.

the reaction to a crisis can profoundly affect a company's future.

One of the main functions of public relations people is to anticipate problems and outline steps for dealing with them.

Individual employees make informal contacts with outsiders: receptionists present a distinct image to customers, lower-level employees pick up bits of information helpful to the organization, and top managers encounter colleagues, competitors, suppliers, and so forth with whom they regularly exchange information.

CHARACTERISTICS OF EFFECTIVE ORGANIZATIONAL COMMUNICATION

Corporate culture determines the degree to which management (1) encourages honesty and debate and (2) shares information with employees.

Three distinct management styles are associated with various communication climates:

Theory Y: Workers are viewed as motivated and responsible, deserving encouragement and support; open communication climate.

Theory Z: Workers are viewed as part of a family or team; open communication climate.

Employees prefer to work for companies that are ethical in their communication practices; that is, companies that are trustworthy, fair, and impartial in their dealings with people.

Conflicting loyalties may pose ethical dilemmas for business communicators, whereas an ethical lapse is choosing an unethical or illegal action.

Legal considerations: first priority is to obey the law

Avoid questions or comments that discriminate against people on the basis of gender, age, race, or religion

Avoid making false or misleading statements about products

Remember that comments, letters, and reports can be used as evidence in court

When the law does not apply, consider the moral implications of the message:

The legality

The balance of good and harm

The way the decision makes you feel

The way the decision works in the real world

the effect the message will have on people outside the company, supervisors, employees, and co-workers

So many communication situations are neither black nor white. Business people occasionally find themselves forced to choose between several alternatives that are a muddy shade of gray. when handling these ethical dilemmas, people face conflicting loyalties and difficult trade-offs between principles and practicalities. Often such dilemmas arise when organizations and individuals feel pressure to meet the competition, increase profits, or adhere to the "party line."

Intercultural communication is crucial both abroad and at home.

Culture determines our perceptions, customs, and social conventions.

Understanding, using, and adapting to technology is crucial to successful business communication.

Audience-centered approach is the best way to communicate effectively, openly, and ethically.